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By Bazaar Staff 26/01/2017

H&M DEBUTS ‘SEE NOW BUY NOW’ WITH STUDIO S/S 2017

A head start at purchasing items from the stunning new collection

For the first time, H&M will close the gap between the retail calendar and runway calendar by bringing customers a collection straight off the runway. The H&M Studio collection will be presented to fashion fans at Paris Fashion Week in the brand’s first-ever ‘see now buy now’ show on March 1st which will be available to customers immediately after in select stores starting from March 2nd. The fashion show will include not only womenswear, but also, for the first time, a full menswear collection.

H&M Studio are limited-edition collections full of trendy key looks and statement pieces for fashion lovers. For S/S 2017, traditional tailoring techniques meet with the functionality and high-tech elements of sportswear in a fresh modern clash as inspiration comes from the grace, passion and strength of ballet.

“Bringing fashion immediately from the catwalk to checkout marks a new era for the fashion industry and we are very much looking forward to testing this exciting new format. We also want to share this moment with our customers, so we’ll be streaming the fashion show live on our website. We hope they will enjoy it and find inspiration on how to mix the pieces to express their own personal style,” Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director stated.

The H&M Studio SS17 Collection will be available in selected stores across the Middle East on March 2, and you can watch the H&M Studio SS17 collection fashion show, live from Paris on March 1 on www.hm.com.